AMOMENTO’s The Hyundai Seoul Store, opened in August 2026, offers a space where a broader audience can experience the brand and its collections through AMOMENTO’s restrained aesthetic and refined identity.

Translating the brand’s idea of “timeless beauty” into spatial language, the store avoids a fixed viewpoint or circulation path. Multiple passages and sightlines allow visitors to discover the collection freely, at their own pace and from their own perspective.

Materials that balance transparency and opacity, such as satin-finished back-painted glass, allow different spaces and scenes to overlap without being fully revealed or concealed. As visitors move through the store, visible areas become obscured while hidden spaces gradually emerge, creating an experience that cannot be perceived from a single perspective. Through individual movement, gaze, and time spent in the space, visitors encounter different scenes and discover the collection in their own way. The store invites a deeper experience of AMOMENTO’s aesthetic, revealing new aspects through time and movement.